Best of the Audience Measurement World Gathers Once Again

To reflect the fact that these days how we measure audiences is more critical more topical and more controversial than ever we have speakers including the current WFA President and CMO at RBS David Wheldon and Bob Hoffman better known as The AdContrarian as asi looks beyond the research specialists who form a crucial spine to both the debate and the event to a broader group of industry influencersConferences have had a bad press lately largely due to some perfectly good points made on LinkedIn by Zenithamp8217s Tom Goodwin a prolific holder of views on multiple topicsamp160 To recap Tom and a wide range of critics including me maintain that conferences are increasingly sponsorship driven if you donamp8217t sponsor you donamp8217t get to speak which both limits the quality and the breadth of discussion are too many in number and are often unfocused amp160Personally if I read one more invitation that considers amp8220networking opportunityamp8221 to be a main reason for me turning up Iamp8217ll screamThe asi event isnamp8217t like that amp160First it has heritage having been going for 28 years amp160Second itamp8217s focused on matters relating to audience measurement including what we need how to get it how we use it whatamp8217s wrong with what weamp8217ve got and so on amp160Third although itamp8217s fun to meet there is never any question that the real reason for being there is to share and to learn amp160Fourth although itamp8217s sponsored the organizers pick the papers and the speakers that will lead to a balanced event and thus attract an audienceThere is a sense of community amp160I was amazed to learn that around 70 people have been to every one of the 28 events amp160The total usually tops 300 Those attending are asked at the early stage of planning for their thoughts on what topics they would like included next time and are invited an invitation they take up in large numbers to give their feedback immediately after the eventWeirdly media agenciesamp8217 senior management does not generally attend amp160You would have thought given their willingness to comment in the press on whatamp8217s wrong with audience measurement that they would welcome the chance to come along to participate in the debate so that their voices can be heardAgencies are often asked to speak but they usually decline amp160Kudos to MEC and Publicis Media who are doing so this time and to VCCP Media who were speakers last year amp160amp8220No budgetamp8221 is the most common reason for nonattendance a reason that oddly doesnamp8217t seem to restrict them showing up in numbers at Cannes or dmexcoItamp8217s always a pity when one important element of the industry is missing from an event that aims to set the measurement agenda amp160I expect weamp8217ll manageClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160amp160

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Best of the Audience Measurement World Gathers Once Again

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Brian Jacobs

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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Best of the Audience Measurement World Gathers Once Again

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